Tuborg pushes sponsorship of Glastonbury on-pack

Beer brand Tuborg is supporting its sponsorship of Glastonbury by running an on-pack promotion offering five pairs of tickets to the sold-out festival, as part of a £1m summer marketing campaign.

Tuborg

Tuborg’s owner Carlsberg UK has launched an on-pack promotion, which will begin this month, offering the chance to attend the festival, which celebrates its 40th anniversary this year. Tuborg is the official beer of the 40th Glastonbury festival

Drinkers have to text the number printed on the limited edition packs to have a chance to win the exclusive tickets or hundreds of runners-up prizes. The promotion will run through until the summer when the winners will be selected at random.

The move will be pushed with an outdoor advertising and awareness campaign will launch in April as the build up to the festival season intensifies. Billington Cartmell has created the on-pack promotion and advertising and awareness campaign.

Paul Davies, director of brands at Carlsberg UK, said: “Tickets to the 40th Glastonbury Festival are like gold dust – with the regular allocation selling out last year! So we are extremely excited at giving drinkers the chance to go to the must-attend event of 2010. Tuborg has established itself as the official beer of live music in the UK and this promotion simply underlines that fact.”

James Whillis, group account director at Billington Cartmell, adds: “Through our retro designs, we’re reflecting the rich history of Glastonbury and cementing Tuborg as the beer of live music this summer.”

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